iSpot Extends Audience Measurement To 'Flexible' Person-Level Data

TV advertising measurement company iSpot is expanding its audience efforts to more granular “person-level” data for cross-platform campaigns.

This person-level measurement goes beyond standard traditional age and gender demographics to more “flexible and granular age and gender segments.”

This will provide cross-screen ad measurement -- analyzing CTV and linear impressions on business outcomes within 24 hours. It will also include separate results for both CTV and linear TV.

This move is intended to position as a more complete third-party data provider.

“We have always focused on impressions and [business] outcomes,” says Sean Muller, founder and chief executive officer of iSpot. “This straddles the old and the new. Marketers are still buying media on age and gender. They need all these things to be fully connected.”

Executives at iSpot say with its Unified Measurement, brands can now measure audience incremental and total reach.



The company has measurement deals with Neustar, Oracle’s MOAT, OpenAP, Cox Media’s Gamut and others.

Much of the audience data for iSpot comes from Vizio’s Inscape panel of 17 million connected TV homes. In addition, the measurement company TVision will provide person-level data.

Person- and household-level information from iSpot is balanced against the U.S. TV household census as well as a CTV-specific household census.

Company executives says iSpot's household-level measurement is deterministic -- with the TVision Insights panel offering probabilistic data. This integration results in average viewer data for every program, network, hour and streaming platform along with the probability of age/gender.

Person-level reporting is integrated into the big independent demand-side platforms (DSPs), such as The Trade Desk.

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